CHEMISTRY BEYOND THE LAB
Syensqo faced a daunting task: launching in a crowded market already dominated by established players. Surrounded by monolithic claims of “excellence” and “innovation”, the brand needed to establish a unique voice of its own, all while leveraging the 160-year legacy of Solvay, from which it was spun-off, without being overshadowed by it.

FROM COMPANY TO COLLECTIVE
Syensqo had no choice but to transcend the traditional chemistry narrative. Inspired by the collaborative spirit of the 1911 Solvay Conference, the brand had to position itself as more than just a company – a collective force driving scientific progress.
        The brand needed to excite investors, partners, and talent, transforming specialty chemistry from a technical field into a human endeavour, where collaboration drives impact.

ITS DNA
The core idea? "Science Made Collective." Just as atoms unite to form matter, Syensqo unites people, ideas, and sustainability to push science forward. This wasn't just a sign-off; it was a strategic and creative foundation permeating every aspect of the brand, from storytelling to design and experience.

THE SCIENCE OF DESIGN
The logo, a direct nod to the 1911 Solvay Conference, includes 24 interconnected dots representing the 24 pioneering scientists. This modular, fluid structure visually embodies the brand's collaborative spirit, blending scientific chemistry with human chemistry. The vibrant orange colour breaks away from the category’s overplayed "cold blue," symbolising Syensqo's forward-thinking approach. Further emphasising their human-centric approach to science, a 3D iconography system was created, bringing materials and innovations to life in a way that's immersive, human-centric, and application-driven.

THE POWER OF THE COLLECTIVE
The impact was immediate. Syensqo’s IPO launch exceeded expectations, with a +10% increase in stock value within two days. The brand was hailed as one of the boldest industrial rebrands of 2024, breaking free from conventional category norms.
        Furthermore, talent acquisition and engagement soared, with campaigns like #WeAreExplorers attracting top scientific minds. Syensqo has successfully positioned itself not just as another specialty chemistry company, but as a movement—a collective force driving scientific progress.

"The creation of Syensqo required a brand that would embody vision, distinction, and agility — a brand capable of driving growth and seizing new opportunities in an evolving market landscape. Landor’s strategic and creative partnership was instrumental in this transformation. Through a rigorous, insight-driven approach, including comprehensive brand performance studies with our B2B clients, they provided the clarity and confidence necessary to define Syensqo’s positioning and visual identity.
        Their integrated expertise, combining strategy and design excellence, enabled us to establish a brand that reflects our purpose, scientific heritage, and ambition for the future. The result is a forward-looking identity that unites our people, engages our clients, and expresses Syensqo’s role as a catalyst for sustainable progress and innovation." – Sonsoles Llopis Garcia, Head of Corporate Communication at Syensqo.